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Marketing of High-Technology Products and Innovations (3rd Edition) Paperback – February 15, 2009

ISBN-13: 978-0136049968 ISBN-10: 0136049966 Edition: 3rd

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Marketing of High-Technology Products and Innovations (3rd Edition) + Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers + Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
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Product Details

  • Paperback: 576 pages
  • Publisher: Prentice Hall; 3 edition (February 15, 2009)
  • Language: English
  • ISBN-10: 0136049966
  • ISBN-13: 978-0136049968
  • Product Dimensions: 1 x 8.1 x 9.8 inches
  • Shipping Weight: 2.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #793,768 in Books (See Top 100 in Books)

Editorial Reviews

Review

"The highlights and comments from business executives and other sources were especially insightful." — Ashok Gupta, Ohio State University

"Clearly the most effective academic book on the market for teaching marketing strategies that are unique to organizations that are substantially impacted by technology." — Jim Simpson, University of Alabama Huntsville

"Path breaking, practical, and up-to-date. Squarely aimed at the engineer-marketer in the trenches." — Edward E. Rigdon, Georgia State University

"Provides excellent examples and cases which illustrates concepts and theories in the text." — Raj Rakhra, University of Washington Business School

"A very good book with a tremendous depth of reference." — Dan Maher, ACT Venture Capital

--This text refers to an out of print or unavailable edition of this title.

From the Publisher

The past few years have seen significant challenges including soaring fuel and food costs, climate change, ongoing poverty and human needs in developing countries, and an unstable global political environment. Solving these pressing problems requires a multifaceted approach, with a key aspect being the development of new technologies. New and established high-tech companies alike are offering revolutionary solutions for transportation and efficient energy generation. Social entrepreneurs and businesses of all sizes are pioneering new products and business models, even for base-of-the-pyramid markets (comprised of individuals who have low disposable incomes). Driving companies' business strategies is an increasing focus on the triple bottom line of people, profits, and planet. While the challenges are certainly daunting, it is an exciting time to be in tech!

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Customer Reviews

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I particularly enjoy the "expert's views from the trenches, mini cases, and real-life examples.
Garcia Moreira Rafael
This book was a required text for a course I took as part of the Lockheed Martin Engineering Management Program at the University of Colorado-Boulder.
Jon Wretling
The cases are still relevant and as up to date as a text book can be without publishing a new edition every 6 months.
Eric Heisdorf

Most Helpful Customer Reviews

9 of 10 people found the following review helpful By A Customer on November 20, 2002
Format: Hardcover
What impressed me the most about this book is the right balance of theoretical discussions and practical examples. The idea of including "views from the trenches" is just way too good. This book helped me conceptualize all the experiences that I have gathered in the past five years in the high-tech industry. This is an excellent read for people who are exclusively focused on marketing (product marketing / product management, etc) or for people who are in other functions, but want to understand the basics of high-tech marketing
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7 of 8 people found the following review helpful By Edward E. Rigdon on July 7, 2001
Format: Hardcover
Mohr's text is a good overview of industry practice, mixed with theory on marketing and the diffusion of innovations. This text is a huge step forward for the discipline. As I see the field of electronic marketing evolving, I think we will see material about the Internet moving into mainstream marketing courses. What will remain in the specialized electronic marketing course is the intersection of marketing with the cutting edge of technology. Mohr's text makes me feel much better prepared for this evolution.
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3 of 3 people found the following review helpful By Garcia Moreira Rafael on March 12, 2007
Format: Hardcover Verified Purchase
This book is an excellent reference, a "must have" for Marketing Professionals working in high tech industries. It also has extensive bibliographical references that guide the reader that wants to study more about some topic.
As a university teacher, I use this book as the guide textbook of my Marketing of Technology courses.
I have the three editions, each one covers much more material than the previous one. It combines field experience with marketing theory. I particularly enjoy the "expert's views from the trenches, mini cases, and real-life examples.
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3 of 4 people found the following review helpful By nettie reynolds on September 7, 2007
Format: Hardcover
This book still has some gems that are useful despite it being out so long. Espescially in terms of product management and marketing. ANother book that is more recent that goes really well with this book is "Value Acceleration" by Mitchell Gooze and Ralph Mroz. Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage
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2 of 3 people found the following review helpful By Boris on July 4, 2011
Format: Paperback
Overall, in my view, this is interesting book to read but not if you already have experience in marketing and need to understand what makes marketing of high-technological products different vs traditional FMCG marketing. I have above 10 years of experience in FMCG marketing and did not really find any noticeably different strategies vs traditional FMCG marketing.
On the positive side, the examples / case studies re diff high tech products are interesting to read as well as interviews with industry experts and executives from different companies.
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Format: Paperback
The authors not only describe "what" factors should be taken into account when discussing a topic, but also "how" you should deal with them. For instance, describing a "migration path" as a series of upgrades to help transition the customer to new generations, the authors also explain "how" you should manage the migration path. Moreover, the authors go into detail. E.g. they take into account various types of innovations (eg. radical versus incremental).

I particularly liked the figures and tables that visualize/summarize the written content in a very inspiring way. Lastly, the "expert view" boxes really add interesting complementary insights.

As a PT marketing professor this is the "reference" textbook, I recommend to students that are working on a "high-tech marketing" related master thesis.
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Format: Paperback
This book was a required text for a course I took as part of the Lockheed Martin Engineering Management Program at the University of Colorado-Boulder. I found the material presented in the text to be relevant for a course on Innovation and High Tech Marketing for students with backgrounds consisting of computer, aerospace, software and mechanical engineering.

Overall the book is well constructed and while the questions at the end of the chapters were not required as part of my course, I often found myself working through the questions on my own because the material was interesting and engaging to me. I personally enjoyed the vignettes and the fact that they were a mix of companies of different size and different industries.

Marketing of High-Technology Products and Innovations is a very useful and informative text that makes the concepts of marketing accessible to people with a technical background. I would have no reservations in recommending this book to any of my peers who require knowledge of marketing in their careers.
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